System for deploying voice over internet protocol services

ABSTRACT

A system for deploying Voice over Internet Protocol (VoIP) services is provided. A system that incorporates teachings of the present disclosure may include, for example, a Call Session Control Function (CSCF) having a controller element to receive a Session Initiation Protocol (SIP)message from an originating communication device requesting communications with a terminating communication device, and establish an Internet Protocol (IP) connection between the originating communication device and an advertisement media system to present at the originating communication device an advertisement message that replaces a ringback tone associated with the terminating communication device. Additional embodiments are disclosed.

FIELD OF THE DISCLOSURE

The present disclosure relates generally to communication techniques andmore specifically to a system for deploying Voice over Internet Protocol(VoIP) services.

BACKGROUND

Although many consumers have come to depend on Internet services, theuptake of VoIP services has been slow. Part of the reason for this isthat consumers are comfortable with the quality and cost of PublicSwitched Telephone Network (PSTN) services. Consequently, the valueproposition to transition from PSTN to VoIP services is not as apparentto some consumers as it was to subscribe to Internet services to browse,exchange, and consume a vast supply of content.

A need therefore arises for a system for deploying VoIP services.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 depicts an exemplary embodiment of a communication system;

FIG. 2 depicts an exemplary method operating in portions of thecommunication system;

FIGS. 3-4 depict exemplary flow diagrams of an embodiment of the methodpresented in FIG. 2; and

FIG. 5 depicts an exemplary diagrammatic representation of a machine inthe form of a computer system within which a set of instructions, whenexecuted, may cause the machine to perform any plurality of themethodologies disclosed herein.

DETAILED DESCRIPTION

Embodiments in accordance with the present disclosure provide a systemfor deploying VoIP services.

In one embodiment of the present disclosure, a computer-readable storagemedium can have computer instructions for receiving a Session InitiationProtocol (SIP) message from a Call Session Control Function (CSCF)associated with a call initiated by an originating communication devicerequesting communications with a terminating communication device. TheCSCF can operate in an Internet Protocol Multimedia Subsystem (IMS)network. The storage medium can also have computer instructions forobtaining a Uniform Resource Identifier (URI) of an advertisementmessage, and submitting the URI to the CSCF for obtaining theadvertisement message. The CSCF can establish a Real-Time Protocol (RTP)connection for presenting the advertisement message at the originatingcommunication device in place of a ringback tone associated with a calldirected to the terminating communication device.

In another embodiment of the present disclosure, a CSCF can have acontroller element to receive a SIP message from an originatingcommunication device requesting communications with a terminatingcommunication device, and establish an Internet Protocol (IP) connectionbetween the originating communication device and an advertisement mediasystem to present at the originating communication device anadvertisement message that replaces a ringback tone associated with theterminating communication device.

In another embodiment of the present disclosure, a computer-readablestorage medium in an advertisement media system can have computerinstructions for presenting an advertisement message over an IPconnection established by a CSCF between an originating communicationdevice and the advertisement media system to replace a ringback toneassociated with a call from the originating communication devicedirected to a terminating communication device.

In another embodiment of the present disclosure, an originatingcommunication device can have a controller element to transmit to a CSCFa SIP message associated with a call directed to a terminatingcommunication device, and present in whole or in part an advertisementmessage received from an advertisement media system over an IPconnection established by the CSCF that replaces a ringback tone of theterminating communication device.

FIG. 1 depicts an exemplary communication system 100. The communication100 can comprise an Advertisement Media System (AMS) 125, a HomeSubscriber Server (HSS) 140, a tElephone NUmber Mapping (ENUM) server130, and network elements of an IMS network 150. The IMS network 150 canbe coupled to IMS compliant communication devices (CD) 101, 102 or aPSTN CD 103 using a Media Gateway Control Function (MGCF) 120 thatconnects the call through a common PSTN network 160.

IMS CDs 101, 102 register with the IMS network 150 by contacting a ProxyCall Session Control Function (P-CSCF) which communicates with acorresponding Serving CSCF (S-CSCF) to register the CDs with anAuthentication, Authorization and Accounting (AAA) support by the HSS140. To accomplish a communication session between CDs, an originatingIMS CD 101 can submit a SIP INVITE message to an originating P-CSCF 104which communicates with a corresponding originating S-CSCF 106. Theoriginating S-CSCF 106 can submit the SIP INVITE message to anapplication server (AS) such as reference 115 that can provide a varietyof services to IMS subscribers. For example, the application server 115can be used to perform originating treatment functions on the callingparty number received by the originating S-CSCF 106 in the SIP INVITEmessage.

Originating treatment functions can include determining whether thecalling party number has international calling services, and/or isrequesting special telephony features (e.g., *72 forward calls, *73cancel call forwarding, *67 for caller ID blocking, and so on).Additionally, the originating SCSCF 106 can submit queries to the ENUMsystem 130 to translate an E.164 telephone number to a SIP UniformResource Identifier (URI) if the targeted communication device is IMScompliant. If the targeted communication device is a PSTN device, theENUM system 130 will respond with an unsuccessful query and the S-CSCF106 will forward the call to the MGCF 120 via a Breakout Gateway ControlFunction (not shown).

When the ENUM server 130 returns a SIP URI, the SIP URI is used by anInterrogating CSCF (I-CSCF) 107 to submit a query to the HSS 140 toidentify a terminating S-CSCF 114 associated with a terminating IMS CDsuch as reference 102. Once identified, the I-CSCF 107 can submit theSIP INVITE to the terminating S-CSCF 114 which can call on anapplication server similar to reference 115 to perform the originatingtreatment telephony functions described earlier. The terminating S-CSCF114 can then identify a terminating P-CSCF 116 associated with theterminating CD 102. The P-CSCF 116 then signals the CD 102 to establishcommunications. The aforementioned process is symmetrical. Accordingly,the terms “originating” and “terminating” in FIG. 1 can be interchanged.

The IMS network 150 can also have an Advertisement Application Server(AAS) 110 that can be used to identify advertisement messages in the AMS125 for supporting in some instances free Voice over IP (VoIP) services.The AMS 125 can comprise a media server that manages by way of commoncomputing and communication technologies advertisement messages forpresentation at an originating IMS CD 101. The advertisement messagescan be sponsored by third party merchants of goods or services, whichpay service fees to an operator of the IMS network 150 or a brokerassociated therewith for presenting said messages to corresponding CDsin the operator's IMS network.

FIG. 2 depicts an exemplary method 200 operating in portions of thecommunication system 100. Method 200 begins with step 202 in which anoriginating IMS CD 101 directs a call to a terminating IMS CD 102 orPSTN CD 103. The call can represent a SIP INVITE message conveyed to theoriginating P-CSCF 104 which forwards it to the originating S-CSCF 106.The originating S-CSCF 106 can have stored in its cache memory a serviceprofile received from the HSS 140 for the originating IMS CD 101 at thetime it was registered with the IMS network 150. The service profile canindicate among other things the type of services subscribed to by theoriginating IMS CD 101. One or more initial Filter Criteria (iFC) can beincluded in the service profile which can direct the originating S-CSCF106 according to various business model criteria. For example, the iFCcan indicate to the originating S-CSCF 106 in step 204 whether theoriginating IMS CD 101 is to be provided with an advertisement messagein place of the Ringback tone. The iFC in this example can serve as anindication that the calling party is a free service subscriber if thebusiness model chosen by the service provider of the IMS network 150provides free VoIP services to subscribers who accept an advertisementmessage in place of a ringback tone.

If the services associated with the originating CD 101 are for a freeservice subscriber, the S-CSCF 106 can proceed to step 206 where itsubmits a request to the AAS 110 to obtain in step 207 a URI of anadvertisement message. The advertisement message can be an audio and/orvisual message that can be presented by way of a user interface (e.g.,display and/or audio system) of the originating IMS CD 101. The requestcan include a calling party number, a geographic location of theoriginating IMS CD 101, and/or demographic information about asubscriber of the originating IMS CD. The calling party number can beretrieved from the SIP INVITE and can be used by the AAS 110 todetermine an advertisement message.

Alternatively, or in combination, a location of the originating IMS CD101 can be derived from triangulation techniques as a geographic area,or GPS coordinates supplied by a GPS receiver of the originating IMS CD101. The location information can be associated with retailestablishments local to the originating IMS CD 101 to determine theadvertisement message. In yet another embodiment, demographicinformation retrieved from subscription information retrieved forexample from the HSS 140 for a subscriber of the originating IMS CD 101can be used to identify the advertisement message. The AAS 110 can usethe aforementioned embodiments to more or less target advertisementsmessages to the potential needs or interests of a subscriber of theoriginating IMS CD 102.

After the AAS 110 supplies a URI for a select advertisement message, theoriginating S-CSCF 106 begins the communication process with theterminating CD by submitting in step 208 the SIP INVITE to another AS115 to perform originating treatment functions as described earlier.Additionally, the originating S-CSCF 106 submits a query to the ENUMsystem 130 including an E.164 called party number retrieved from the SIPINVITE message. In step 210, the originating S-CSCF 106 initiatescommunications with the terminating CD according to an ENUM responsesupplied by the ENUM system 130. In one embodiment, the ENUM responsecan indicate that the called party number corresponds to another IMScompliant CD (102). In this case, the ENUM response includes a SIP URIwhich is conveyed to an Interrogating CSCF (I-CSCF). The I-CSCF 107communicates with the HSS 140 to identify a terminating S-CSCFassociated with the terminating IMS CD 102. For illustration purposes,the terminating S-CSCF will be assumed to be reference number 114.

Once identified, the SIP INVITE is conveyed to the terminating S-CSCF114 by the I-CSCF 107. The terminating S-CSCF 114 can call on otherapplication servers similar to reference 115 to invoke other telephonyservices of the called party CD before it is alerted of the incomingcall. The terminating S-CSCF 114 identifies from the called party numberthe terminating P-CSCF associated with the terminating IMS CD 102. Forillustration purposes the terminating P-CSCF will be assumed to bereference 116. Upon receiving the SIP INVITE from the terminating S-CSCF116, the terminating P-CSCF 116 signals the terminating IMS CD 102 ofthe impending call initiated by the originating IMS CD 102. This signalcan represent a ringing sound at the terminating IMS CD 102.

The foregoing steps describe a process for IMS to IMS CD communications.Referring back to step 210, if on the other hand the ENUM responseindicated the terminating CD is not an IMS compliant CD, then theoriginating S-CSCF 106 forwards the SIP INVITE to the MGCF 120 (via aBGCF) which contacts the PSTN CD 103 through the PSTN network 160utilizing conventional signaling techniques (e.g., SS7).

The originating S-CSCF 106 in step 214 submits a SIP message with theURI supplied by the AAS 110 in step 207 to the AMS 125 to identify theadvertisement message in step 216. Once the originating S-CSCF 106receives a ringback message (e.g., SIP 180 Ringing) from the terminatingCD (102 or 103), the originating S-CSCF establishes in step 218 an IPconnection such as a real-time protocol or RTP connection between theoriginating IMS CD 101 and the AMS 125. The RTP connection is utilizedby the AMS 125 in step 220 to stream the advertisement message to theoriginating IMS CD 101 in place of the ringback tone that is typicallygenerated by the originating CD upon receiving a Ringback message (e.g.,SIP 180 ringing). Consequently, a subscriber of the originating IMS CD101 does not hear the ringback tone supplied by the terminating CD, butrather hears and/or sees the advertisement message on a user interface(display and/or audio system) of the originating IMS CD 101.

Upon the originating S-CSCF 106 detecting in step 222 an acceptance ofthe call by the terminating CD (102 or 103) or a common voicemail systemthat accepts calls when the terminating CD is unresponsive, theoriginating S-CSCF 106 proceeds to step 223 where it directs the AMS 125to terminate presentation of the advertisement message and establishesin step 224 by common means communications between the originating IMSCD 101 and the terminating CD (102, 103).

Once a communication session has been established, the originatingS-CSCF 106 can be programmed in step 226 to determine whether thecommunication session complies with predetermined communicationcriteria. For example, if the communication session exceeds a durationthreshold (e.g., 1 hour), the originating S-CSCF 106 can be programmedto generate in step 228 a service fee directed to a subscriber of theoriginating IMS CD 101. Thus, services are free so long as thecommunication criteria are met. Similarly, if the call is along-distance or international call, fees can be generated in step 228.Also, if the call is directed to a terminating CD which is not served bythe service provider of the IMS network 150, the S-CSCF 106 can beprogrammed to generate a fee in step 228. It follows that the operatorof the IMS network can define any criteria for converting a freecommunication service to a paying service.

Whether or not the communication criteria of step 226 are satisfied, theoriginating S-CSCF 106 proceeds to step 230 where it checks for aterminating signal associated with the communication session generatedby either the originating or terminating CD 101, 102 or 103. If the callhas not been terminated, the originating S-CSCF 106 returns to step 226.Otherwise, it proceeds to step 232 when it detects from the originatingIMS CD 102 a signal from the subscriber of the originating IMS CDindicating an interest in the subject matter of the advertisementmessage. The signal can be represented by one or more DTMF tonesgenerated by keypad depressions of a user interface of the originatingIMS CD 102 (e.g., “**”, “1”). Alternatively, the signal can represent aspeech response by the subscriber of the originating IMS CD 101 (e.g.,advertisement message says: “Press 1 or say yes if you would like tohear more about this message after your call is completed”; subscribersays: “yes”).

When a feedback signal is detected, the originating S-CSCF 106 proceedsto step 232 after the call has been terminated and establishescommunications with the originating IMS CD 101 by common means to supplymore information about the advertisement subject matter. The callestablished by the S-CSCF 106 can be between a human agent associatedwith a sponsor of the advertisement message, or an automated system suchas an interactive voice response system (IVR) that presents thesubscriber of the originating IMS CD 101 a call flow tailored to theadvertisement message. Alternatively, if no feedback signal is detected,a copy of the advertisement message and/or a message with responsivelinks (e.g., URLs) can be sent to the originating IMS CD 101 in step 234as an SMS, MMS or email message.

In yet another embodiment, the originating IMS CD 101 as directed by itsuser can submit another call request (e.g., a SIP INVITE message) with aspecial called party number (e.g., a “*100”-code) after the call isterminated to indicate an interest in the advertisement message. Theoriginating S-CSCF 106 can forward the call (e.g., the SIP INVITEmessage) to the AAS 110. The AAS 110 can recognize the originating IMSCD 101 from its calling party number and can identify the previousadvertisement message played for this calling party from a cached recordof the URI. The AAS 110 can then direct the AMS 125 to play theadvertisement message associated with the URI to the originating CD 101again, or can send an SMS or MMS message with the URI of theadvertisement message to the originating IMS CD 101.

Referring back to step 204, if the services associated with theoriginating IMS CD 101 are for a paying subscriber (i.e., the iFC doesnot instruct the originating S-CSCF 106 to replace the ringback tonewith an advertisement message), the originating S-CSCF can proceed tosteps 208, 210, 222, and 224 to process the call as a regular IMS callwithout advertisement messaging as described above.

FIGS. 3-4 depict an exemplary flow diagram of an embodiment of method200.

Upon reviewing the embodiments disclosed, it would be evident to anartisan with ordinary skill in the art that said embodiments can bemodified, reduced, or enhanced without departing from the scope andspirit of the claims described below. For example, to avoid a prematuretermination of a presentation of the advertisement message, the AAS 110can direct the originating S-CSCF 106 to postpone transmitting the SIPINVITE to the terminating CD until after the advertisement message hasbeen played for a prescribed time. For each advertisement message, theoriginating S-CSCF 106 can also be programmed to generate a service feewhich is directed to a sponsor of the advertisement message. In yetanother embodiment, the originating S-CSCF 106 can interruptcommunications between the parties of the originating and terminatingCDs with one or more presentations of the advertisement message. Inanother embodiment, step 204 can be eliminated and the advertisementmessaging process described by method 200 can be applied in whole or inpart to some or all calls received by the IMS network 150.

Other suitable modifications can be applied to the present disclosurewithout departing from the scope of the claims below. Accordingly, thereader is directed to the claims for a fuller understanding of thebreadth and scope of the present disclosure.

FIG. 5 depicts an exemplary diagrammatic representation of a machine inthe form of a computer system 500 within which a set of instructions,when executed, may cause the machine to perform any one or more of themethodologies discussed above. In some embodiments, the machine operatesas a standalone device. In some embodiments, the machine may beconnected (e.g., using a network) to other machines. In a networkeddeployment, the machine may operate in the capacity of a server or aclient user machine in server-client user network environment, or as apeer machine in a peer-to-peer (or distributed) network environment.

The machine may comprise a server computer, a client user computer, apersonal computer (PC), a tablet PC, a laptop computer, a desktopcomputer, a control system, a network router, switch or bridge, or anymachine capable of executing a set of instructions (sequential orotherwise) that specify actions to be taken by that machine. It will beunderstood that a device of the present disclosure includes broadly anyelectronic device that provides voice, video or data communication.Further, while a single machine is illustrated, the term “machine” shallalso be taken to include any collection of machines that individually orjointly execute a set (or multiple sets) of instructions to perform anyone or more of the methodologies discussed herein.

The computer system 500 may include a processor 502 (e.g., a centralprocessing unit (CPU), a graphics processing unit (GPU, or both), a mainmemory 504 and a static memory 506, which communicate with each othervia a bus 508. The computer system 500 may further include a videodisplay unit 510 (e.g., a liquid crystal display (LCD), a flat panel, asolid state display, or a cathode ray tube (CRT)). The computer system500 may include an input device 512 (e.g., a keyboard), a cursor controldevice 514 (e.g., a mouse), a mass storage medium 516, a signalgeneration device 518 (e.g., a speaker or remote control) and a networkinterface device 520.

The mass storage medium 516 may include a computer-readable storagemedium 522 on which is stored one or more sets of instructions (e.g.,software 524) embodying any one or more of the methodologies orfunctions described herein, including those methods illustrated above.The computer-readable storage medium 522 can be an electromechanicalmedium such as a common disk drive, or a mass storage medium with nomoving parts such as Flash or like non-volatile memories. Theinstructions 524 may also reside, completely or at least partially,within the main memory 504, the static memory 506, and/or within theprocessor 502 during execution thereof by the computer system 500. Themain memory 504 and the processor 502 also may constitutecomputer-readable storage media.

Dedicated hardware implementations including, but not limited to,application specific integrated circuits, programmable logic arrays andother hardware devices can likewise be constructed to implement themethods described herein. Applications that may include the apparatusand systems of various embodiments broadly include a variety ofelectronic and computer systems. Some embodiments implement functions intwo or more specific interconnected hardware modules or devices withrelated control and data signals communicated between and through themodules, or as portions of an application-specific integrated circuit.Thus, the example system is applicable to software, firmware, andhardware implementations.

In accordance with various embodiments of the present disclosure, themethods described herein are intended for operation as software programsrunning on a computer processor. Furthermore, software implementationscan include, but not limited to, distributed processing orcomponent/object distributed processing, parallel processing, or virtualmachine processing can also be constructed to implement the methodsdescribed herein.

The present disclosure contemplates a machine readable medium containinginstructions 524, or that which receives and executes instructions 524from a propagated signal so that a device connected to a networkenvironment 526 can send or receive voice, video or data, and tocommunicate over the network 526 using the instructions 524. Theinstructions 524 may further be transmitted or received over a network526 via the network interface device 520.

While the computer-readable storage medium 522 is shown in an exampleembodiment to be a single medium, the term “computer-readable storagemedium” should be taken to include a single medium or multiple media(e.g., a centralized or distributed database, and/or associated cachesand servers) that store the one or more sets of instructions. The term“computer-readable storage medium” shall also be taken to include anymedium that is capable of storing, encoding or carrying a set ofinstructions for execution by the machine and that cause the machine toperform any one or more of the methodologies of the present disclosure.

The term “computer-readable storage medium” shall accordingly be takento include, but not be limited to: solid-state memories such as a memorycard or other package that houses one or more read-only (non-volatile)memories, random access memories, or other re-writable (volatile)memories; magneto-optical or optical medium such as a disk or tape; andcarrier wave signals such as a signal embodying computer instructions ina transmission medium; and/or a digital file attachment to e-mail orother self-contained information archive or set of archives isconsidered a distribution medium equivalent to a tangible storagemedium. Accordingly, the disclosure is considered to include any one ormore of a computer-readable storage medium or a distribution medium, aslisted herein and including art-recognized equivalents and successormedia, in which the software implementations herein are stored.

Although the present specification describes components and functionsimplemented in the embodiments with reference to particular standardsand protocols, the disclosure is not limited to such standards andprotocols. Each of the standards for Internet and other packet switchednetwork transmission (e.g., TCP/IP, UDP/IP, HTML, HTTP) representexamples of the state of the art. Such standards are periodicallysuperseded by faster or more efficient equivalents having essentiallythe same functions. Accordingly, replacement standards and protocolshaving the same functions are considered equivalents.

The illustrations of embodiments described herein are intended toprovide a general understanding of the structure of various embodiments,and they are not intended to serve as a complete description of all theelements and features of apparatus and systems that might make use ofthe structures described herein. Many other embodiments will be apparentto those of skill in the art upon reviewing the above description. Otherembodiments may be utilized and derived therefrom, such that structuraland logical substitutions and changes may be made without departing fromthe scope of this disclosure. Figures are also merely representationaland may not be drawn to scale. Certain proportions thereof may beexaggerated, while others may be minimized. Accordingly, thespecification and drawings are to be regarded in an illustrative ratherthan a restrictive sense.

Such embodiments of the inventive subject matter may be referred toherein, individually and/or collectively, by the term “invention” merelyfor convenience and without intending to voluntarily limit the scope ofthis application to any single invention or inventive concept if morethan one is in fact disclosed. Thus, although specific embodiments havebeen illustrated and described herein, it should be appreciated that anyarrangement calculated to achieve the same purpose may be substitutedfor the specific embodiments shown. This disclosure is intended to coverany and all adaptations or variations of various embodiments.Combinations of the above embodiments, and other embodiments notspecifically described herein, will be apparent to those of skill in theart upon reviewing the above description.

The Abstract of the Disclosure is provided to comply with 37 C.F.R.§1.72(b), requiring an abstract that will allow the reader to quicklyascertain the nature of the technical disclosure. It is submitted withthe understanding that it will not be used to interpret or limit thescope or meaning of the claims. In addition, in the foregoing DetailedDescription, it can be seen that various features are grouped togetherin a single embodiment for the purpose of streamlining the disclosure.This method of disclosure is not to be interpreted as reflecting anintention that the claimed embodiments require more features than areexpressly recited in each claim. Rather, as the following claimsreflect, inventive subject matter lies in less than all features of asingle disclosed embodiment. Thus the following claims are herebyincorporated into the Detailed Description, with each claim standing onits own as a separately claimed subject matter.

What is claimed is:
 1. A non-transitory computer-readable storage mediumstoring a plurality of instructions which, when executed by a processor,cause the processor to perform operations, the operations comprising:receiving a session initiation protocol message from a call sessioncontrol function associated with a call initiated by an originatingcommunication device requesting communications with a terminatingcommunication device, wherein the call session control function operatesin an internet protocol multimedia subsystem network; obtaining auniform resource identifier of an advertisement message, wherein theadvertisement message is selected based on demographic informationretrieved from subscription information retrieved from a home subscriberserver, wherein the home subscriber server provides an initial filtercriterion that indicates that the originating communication device is tobe provided with the advertisement message in place of a ringback tone;submitting the uniform resource identifier to the call session controlfunction for obtaining the advertisement message, wherein the callsession control function establishes a real-time protocol connection forpresenting the advertisement message at the originating communicationdevice in place of the ringback tone associated with the call directedto the terminating communication device, wherein the presenting theadvertisement message is completed first before the session initiationprotocol message is transmitted for establishing the call to aterminating call session control function associated with theterminating communication device; presenting an option to hear moreinformation about the advertisement message after the call is completed;receiving an indication to supply more information; supplying moreinformation about the advertisement message after the call is completed;receiving a location of the originating communication device; locating aretail establishment in a vicinity of the location; and obtaining theuniform resource identifier of the advertisement message from anotheradvertisement message associated with the retail establishment.
 2. Thenon-transitory computer-readable storage medium of claim 1, wherein theadvertisement message is presented by an advertisement media system, andwherein the advertisement message corresponds to an audible message. 3.The non-transitory computer-readable storage medium of claim 1, whereinthe call session control function comprises a proxy-call session controlfunction.
 4. The non-transitory computer-readable storage medium ofclaim 1, wherein the non-transitory computer-readable storage mediumoperates in an advertisement application server, and wherein thenon-transitory computer-readable storage medium further comprisesstoring the uniform resource identifier of the advertisement message forsubsequent reuse.
 5. The non-transitory computer-readable storage mediumof claim 1, further comprising: generating a service fee for apresentation of the advertisement message at the originatingcommunication device; and directing the service fee to a sponsor of theadvertisement message.
 6. The non-transitory computer-readable storagemedium of claim 1, further comprising: obtaining the uniform resourceidentifier for the advertisement message according to the location. 7.The non-transitory computer-readable storage medium of claim 6, whereinthe location is supplied by the call session control function, andwherein the location comprises location coordinates of the originatingcommunication device.
 8. The non-transitory computer-readable storagemedium of claim 1, further comprising: receiving from the call sessioncontrol function demographic information associated with a subscriber ofthe originating communication device; and obtaining the uniform resourceidentifier of the advertisement message according to the demographicinformation.
 9. The non-transitory computer-readable storage medium ofclaim 1, further comprising: receiving an indication that the subscriberof the originating communication device is interested in a subjectmatter promoted by the advertisement message.
 10. The non-transitorycomputer-readable storage medium of claim 9, wherein the indication isreceived in another session initiation protocol message having acharacter entered by the subscriber by way of a user interface of theoriginating communication device.
 11. The non-transitorycomputer-readable storage medium of claim 10, further comprising:transmitting to the originating communication device a message with aselectable communication link; and processing feedback from thesubscriber of the originating communication device according to aselection of the selectable communication link.
 12. The non-transitorycomputer-readable storage medium of claim 10, further comprising:directing the call session control function to establish communicationsbetween the originating communication device and an agent of a sponsorof the advertisement message upon the call session control functiondetecting that communications have terminated between the originatingcommunication device and the terminating communication device.
 13. Acall session control function, comprising: a processor; and anon-transitory computer-readable storing a plurality of instructionswhich, when executed by the processor, cause the processor to performoperations, the operations comprising: receiving a session initiationprotocol message from an originating communication device requestingcommunications with a terminating communication device; establishing aninternet protocol connection between the originating communicationdevice and an advertisement media system; receiving from anadvertisement application system a uniform resource identifier of anadvertisement message, wherein the advertisement message is selectedbased on demographic information retrieved from subscription informationretrieved from a home subscriber server, wherein the home subscriberserver provides an initial filter criterion that indicates that theoriginating communication device is to be provided with theadvertisement message in place of a ringback tone; submitting to theadvertisement media system the uniform resource identifier to present atthe originating communication device the advertisement message thatreplaces the ringback tone associated with the communications with theterminating communication device, wherein the presenting theadvertisement message is completed first before the session initiationprotocol message is transmitted for establishing the call to aterminating call session control function associated with theterminating communication device; presenting an option to hear moreinformation about the advertisement message after the communications iscompleted; receiving an indication to supply more information; andsupplying more information about the advertisement message after thecommunications is completed; receiving a location of the originatingcommunication device; locating a retail establishment in a vicinity ofthe location; and obtaining the uniform resource identifier of theadvertisement message from another advertisement message associated withthe retail establishment.
 14. The call session control function of claim13, wherein the internet protocol connection corresponds to a real-timeprotocol connection, and wherein the advertisement message is presentedto the originating communication device via the real-time protocolconnection.
 15. The call session control function of claim 13, furthercomprising: submitting a telephone number mapping query to a telephonenumber mapping system with a called party number retrieved from thesession initiation protocol message; and initiating the call with theterminating communication device according to a response received fromthe telephone number mapping system.
 16. The call session controlfunction of claim 13, wherein the advertisement message corresponds toan audible message.
 17. The call session control function of claim 13,wherein the call session control function comprises a proxy-call sessioncontrol function.
 18. The call session control function of claim 13,further comprising: establishing communications between the originatingcommunication device and the terminating communication device upondetecting an acceptance of the call by the terminating communicationdevice; monitoring a duration of communications between the originatingcommunication device and the terminating communication device; andgenerating a service fee directed to a subscriber of the originatingcommunication device when communications between the originatingcommunication device and the terminating communication device exceeds aduration threshold.
 19. A non-transitory computer-readable storagemedium storing a plurality of instructions which, when executed by aprocessor in an advertisement media system, cause the processor toperform operations, the operations comprising: retrieving anadvertisement message according to a uniform resource identifiersupplied by a call session control function, wherein the advertisementmessage is selected based on demographic information retrieved fromsubscription information retrieved from a home subscriber server,wherein the home subscriber server provides an initial filter criterionthat indicates that the originating communication device is to beprovided with the advertisement message in place of a ringback tone;presenting the advertisement message over an internet protocolconnection established by a call session control function between anoriginating communication device and the advertisement media system toreplace the ringback tone associated with a call from the originatingcommunication device directed to a terminating communication device,wherein the presenting the advertisement message is completed firstbefore a session initiation protocol message is transmitted forestablishing a call to a terminating call session control functionassociated with the terminating communication device; presenting anoption to hear more information about the advertisement message afterthe call is completed; receiving an indication to supply moreinformation; supplying more information about the advertisement messageafter the call is completed; receiving a location of the originatingcommunication device; locating a retail establishment in a vicinity ofthe location; and obtaining the uniform resource identifier of theadvertisement message from another advertisement message associated withthe retail establishment.
 20. An originating communication device,comprising: a processor; and a computer-readable medium storing aplurality of instructions which, when executed by the processor, causethe processor to perform operations, the operations comprising:transmitting to a call session control function a session initiationprotocol message associated with a call directed to a terminatingcommunication device; presenting an advertisement message received froman advertisement media system over an internet protocol connectionestablished by the call session control function using a uniformresource identifier submitted to the call session control function thatreplaces a ringback tone of the terminating communication device,wherein the advertisement message is selected based on demographicinformation retrieved from subscription information retrieved from ahome subscriber server, wherein the home subscriber server provides aninitial filter criterion that indicates that the originatingcommunication device is to be provided with the advertisement message inplace of the ringback tone, wherein the presenting the advertisementmessage is completed first before the session initiation protocolmessage for establishing the call is transmitted by the call sessioncontrol function to a terminating call session control functionassociated with the terminating communication device; presenting anoption to hear more information about the advertisement message afterthe call is completed; receiving an indication to supply moreinformation; supplying more information about the advertisement messageafter the call is completed; and sending a location of the originatingcommunication device, where the location is for locating a retailestablishment in a vicinity of the location, and for obtaining theuniform resource identifier of the advertisement message from anotheradvertisement message associated with the retail establishment.
 21. Theoriginating communication device of claim 20, wherein the call sessioncontrol function receives a service profile from a home subscriberserver that indicates the originating communication device has a freesubscription for communication services subject to presentation ofadvertisement messages at the originating communication device.
 22. Theoriginating communication device of claim 20, wherein the originatingcommunication device comprises a mobile cellular phone.